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Valspar
The Valspar Love Your Color Guarantee

RAN IN: United States, Canada

CLIENT
Valspar Corporation

John Anton - VP, Mktg.
Paula Shikany - Director, Mktg.

AGENCY
FCB Chicago *Lead Agency

Todd Tilford - CCO
Rebeca Bechily - Acct. Director
Chris Bing - Group Executive Producer
Drew Donatelle - VP, Creative Director
Scot Havrilla - SVP, Group Acct. Director
Myra Mazzei - Assoc. Creative Director


Leo J. Shapiro & Associates


Havas Media

Vanessa Watts - VP, Group Acct. Planner


LaForce + Stevens

Olita Mills - SVP


SUMMARY

In 2012, the competition began pumping money into the market, just as the Valspar budgets were cut. To make matters worse the competition was encroaching into our color-messaging territory. To defend our space with less money we developed the Valspar Love Your Color Guarantee. It was the first time a paint brand guaranteed consumers would love their color, if they didnt the next can was on Valspar. The Guarantee worked to increase market share, drive traffic to our retail partner, and defend our position as the color authority.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Print,Interactive,Social Networking Applications

Audience: Boomers (45+),Families,Mothers,Women,Young Women (20-35)

Objectives: Increase sales, volume

Type: Business-to-Consumer

Classification: National

Language: English